Is “ Marketing ” for Architects?

What is marketing? Is it advertising, sales promotion, publicity, sales...???

A famous example of the circus explains all:

"If the circus is coming to town and you paint a sign saying "Circus is coming to the Fairground Saturday," that's advertising.

If you put the sign on the back of an elephant and walk it into town, that's promotion..

If the elephant walks through the mayor's flower bed, that's publicity.

And if you get the mayor to laugh about it, that's public relations.

If you plan the elephant walk, that’s marketing.

If the town's citizens go to the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions, and ultimately they spend a lot of money at the circus, that's sales

 .”

Marketing principles for architects are not different than any other professional services. But for architects it’s a question of mentally accepting and believing the necessity of marketing their services. The irony of the situation is that there are few jobs in the market and more architects available. There is cutting edge competition, which is why there is a strong need for marketing in the architectural industry. Success comes to those who can blow their own trumpet and spreads the message about their firm's position, value and potential. 

Our architects have a challenging job to plan the elephant of our services sales.

“Marketing is one way a firm can consistently think about its future: what you want to do, for whom, where you want to do it, what kind of fee you can command, what standards you want to adhere to. Marketing is more than an activity; it is an orientation. Architecture, education, communication, business, service, marketing, added together they equal survival,” 

–Joan Caplin- marketing maven – New York

If you are willing to spare at least 5% of your income in marketing your firm from day one, then further reading is useful:

Following are a few basic tools for marketing the start up firm:

Identity packages: 

I.e. Firm's name, Tag line, logo, business cards, envelopes, stationery and related business documents, and office brochures etc.

Direct mail and print communication: 

I.e. simple letter or well designed postcard to all, newsletters, tear sheets, flyers and small brochures etc.

The Digital Media Package: 

Web Site, internet-distributed office newsletter, emails, brochures, CD / DVD presentation, film, video, and animation.

Advertising media: 

Media ads in Architectural journals, public relation kits and press, magazines and Newspapers etc.

Part of the show: 

Seminars, lectures, interviews, trade shows, exhibition, conferences, and conventions.

Part of Special events: 

Message cards, Thank you cards, voluntary services,  cultural show, education fair, award ceremony etc.

Part of a professional body: 

Being an active member, promoting the institutional mission and vision.

Establishment package: 

Office profile with details about people behind it and their achievements.

The following are basic Marketing process 

The marketing process is a comprehensive approach of the following components

Strategic planning: 

Involves identifying target segment, marketing strategies, SWOT analysis etc.

Positioning: 

Involves establishing identity, advertising, awards, press release, Articles etc.

Business Development: 

Involves meetings, phoning, presentations, research etc.

Sales:  

Involves decision, proposals, interviews, negotiations, contract preparation etc.

Project Delivery:  

Involves on- time, on –budget, design excellence, management, leadership etc.

Follow – up: 

Performance review, celebration /recognition, post project evaluation etc.

Marketing architectural services is not a new or distasteful word to a new generation architect. They live in an era of globalization, perhaps the best phase of civilization. It’s the right time to make changes at the grass - root level. If architecture students are 

me to say yes, to Architectural Management"

(This is a brief introduction of the subject  and I would like to share my views in detail later in my upcoming blogs. I shall be happy to hear from you about your comments, suggestions or queries.)

Suggested Further Reading:

Website: 

http://archrecord.construction.com/practice/pdfs/02marketing.pdf

Book:

MAREKTING for  ARCHITECTS and  DESIGNERS- HAROLD LINTON,LAURA CLARY- STEVEN ROST